Supplier Interview: Theo Foukkare – Pacific Optics

Pacific Optics has continued to make a massive impact on the Petrol & Convenience industry year after year.  With their focus on quality products and customer satisfaction, this is no big surprise.  I recently caught up with General Manager Sales, Theo Foukkare to find out what all the fuss is about.  As I suspected these guys are nailing it!  Enjoy…


You have a lot of experience in the retail industry and have visited a lot of Service Stations.  In your view what is the number one thing a Service Station owner can do to improve their store?

Understand your regular consumers, focus on the best sellers from all key categories, deliver an amazing customer experience & have stock on the shelf at all times – you can’t sell thin air!


If a Service Station owner hasn’t tried Pacific Optics range of products where is the best place to start? What is your number one seller?

Polarised Sunglasses are the largest contributor to retail sales & gross profit contribution, closely followed by a very tight 4-5 SKU range of Tech Accessories. I would recommend a 4.8mm Car Charger Dual USB Bullet, Charge & Sync Cables in both Lightning (Apple) & Micro USB (Samsung + other majors), Fuse Zero In Ear Headphones & an Auxiliary cable.


Why would a Service Station owner want to sell Pacific Optics products?

Pacific Optics has a built their reputation around delivering the best quality products within the entry level price points for their entire ranges, backed up with a regular face to face rep visit every 6 weeks & continual development of new & innovative lines. Pacific Optics is a “one stop shop” for all things General Merchandise, Tech Accessories & Telecommunications categories – so you don’t need to deal with 5 or 6 suppliers to win in this category. Pacific Optics also has the market leading brands in every category – Sunglasses, Headwear, Mobile Phone Accessories, Headphones, Umbrellas & Telco.


Our members say that one of the great things about Pacific Optics is that if a product isn’t selling, in most cases you will swap it out for some other products.  Is this true?  Why do you do this?

Absolutely, all core product categories that we supply are on a sale or return basis – this simply means that you can try it, if it doesn’t work – you pay us for what you have sold & we issue you a credit for everything that is let & take it away from you, it’s that easy. We do this simply because if it isn’t working for you, it isn’t working for us – we should try different lines that might work better in your store, this way you are tying up your cash flow on slow selling SKU’s.


Pacific Optics have such a wide range of products.  What is the best way to see all the products you supply to Service Stations?

The best way to view our entire offer & understand what is right for you is to call our friendly customer sales team on 1300 237 425 & organise a face to face visit by one of our Field Representatives who can come directly to your store & present in person to you. This way they can recommend the right display stand & range for your store. We are just finalising our new website & company/brand catalogues in the not too distant future – so this will prove to be a very popular avenue to have a look at what’s available at a time that suits you.